Intelligent CIO Middle East Issue 78 - Page 84

Jacob Chacko , Regional Director – Middle East ,
Saudi and South Africa at Aruba the pandemic – IDC discovered 62.6 % of hospitality and travel brands were focusing on data optimisation programmes , using AI to leverage data and adapt to the digital nature of guests and employees . One example of this could be the deployment of AI chatbots that interact with and learn from people , enabling them to intricately understand customer preferences , respond with hyper-personalised services , and manage complaints . benefit ), that very same data can quickly become a hindrance if it ’ s not controlled , understood and utilised .
And not only could that throw businesses into a major digital slowdown , but it could also really impact their ability to deliver a competitive advantage .
Harnessing data to maintain digital momentum
Establishing a network that gets a handle on all this data and allows hospitality to put it to good use is critical for continued digital momentum and long-term success – and we see this being a
three-step process :
Step 1 : Process data efficiently
To process data efficiently , organisations must follow it to the Edge of the network , capturing it in real-time at its source versus transferring it back to a centralised hub and causing unavoidable latency . This is especially true in hospitality where every millisecond counts , ensuring targeted promotions and smart venues can adapt based on immediate needs .
Step 2 : Analyse data intelligently
Capturing data is one thing but acting on it is something else entirely . Enter AI and automation . Hospitality already had a strong uptake of AI before
But AI ’ s usage doesn ’ t stop at customer delight . It also has a role to play in network troubleshooting , instinctively acting on problems and freeing up time for teams to innovate and utilise data for further Digital Transformation .
Step 3 : Storing data securely
The final step in the data process is security – customers must trust their data is secure , and businesses must feel confident in policing new levels of app and device usage . This requires a delicate balance of locking down data enough to reassure customers without freezing out further transformation .
A Zero Trust approach is part of the answer here , but network visibility and device identification also becomes key . By taking a centralised view of networks and giving IT teams the ability to grant differentiated levels of data access according to device or user group , hospitality organisations can strike the right balance as well as delivering differentiated guest experiences .
As hospitality ’ s doors finally swing open and footfall increases again , hoteliers must work fast to encourage on-premises interaction and achieve customer delight . But a huge part of this will be reliant on managing data at the Edge , which in turn requires having the right infrastructure and solutions in place to support next-generation technologies . Done correctly , this has the potential to significantly ( and positively ) change the way hospitality services are delivered . Done wrong , however , or not done at all , and the results could be catastrophic . p
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